Big Data Strategy of Procter & Gamble: Turning Big Data into Big Value
| Case Code: ITSY091 Case Length: 14 Pages Period: 2010-2017 Pub Date: 2017 Teaching Note: Available |
Price: Rs.600 Organization: P&G Industry: Fast Moving Consumer Goods Countries: US; Europe; Global Themes: Big Data Strategy, Digital Transformation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
The Procter & Gamble Company (P&G), a leading consumer packaged goods company, was regarded as a pioneer in extensively adopting big data and digitization to understand consumer behavior and facilitate quick decision making. All its activities – internal communications, consumer research, product development, production systems, supply chains, marketing and promotions, and customer relationship management – sought to leverage data. According to analysts, this digitization drive had resulted in P&G becoming more nimble and efficient. The individuals mainly credited for this feat were the company’s former Chairman and CEO, Bob McDonald (McDonald), and Chief Information Officer (CIO), Filippo Passerini (Passerini).
With Passerini stepping down in June 2015, Linda W. Clement-Holmes (Linda) who had previously acted as P&G’s Global Information & Decision Solutions Officer, took charge as the new CIO. According to P&G’s top management, digitization and analytics had helped the company save billions of dollars and was a key to its quick launch of products. Experts too thought that P&G ....
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